Why Lab-Grown and Natural Diamonds Need Completely Different Marketing Playbooks

GRYDCO.
May 20, 2025

IMAGE SOURCE: https://diamondsbymanee.com/the-difference-between-natural-and-lab-grown-diamonds/

From the lens of Gryd Co — a marketing agency specializing in jewellery brands

In the last few years, the diamond industry has witnessed a clear shift: lab-grown diamonds are no longer a niche—they’re mainstream. Yet, despite the visual similarities, marketing lab-grown diamonds the same way as natural diamonds is a mistake we see far too often.

At Gryd Co, where we work closely with both legacy natural diamond brands and emerging lab-grown players, we’ve observed how the consumer mindset, value perception, and brand storytelling need to be tailored accordingly. Here’s a breakdown of how and why the marketing needs to differ:

1. The Core Value Proposition Is Different

Natural diamonds:
The key narrative here is heritage, rarity, and legacy. Consumers buying natural diamonds often associate them with timeless value, generational wealth, and emotional significance. The marketing must echo this — with storytelling rooted in origin, craftsmanship, and enduring worth.

Example: Brands like Raniwala 1881 or Nirav Modi focus on provenance, heirloom value, and handcrafted artistry in their communication.

Lab-grown diamonds:
Here, the narrative shifts to accessibility, sustainability, and innovation. The target audience is younger, more conscious, and price-sensitive — but not willing to compromise on aesthetics.

Example: Lab-grown brands like Limelight or Avira Diamonds position themselves as smart, ethical choices — often using messaging like “real diamonds, consciously created.”

2. The Consumer Journey Is Not the Same

Natural diamond buyers often take longer to decide. It’s an emotional and high-involvement purchase, typically for engagements, weddings, or family investments. The role of marketing is to build trust and emphasize authenticity.

What we do: For natural diamond clients, we focus on content around certifications, brand heritage, karigari (craftsmanship), and real customer stories to deepen emotional connection.

Lab-grown customers are faster decision-makers. They browse online, compare prices, and are likely to convert quickly if convinced on value and ethics.

What we do: For lab-grown clients, we build strong digital funnels with informative product videos, value-driven reels, and bold CTA-led performance campaigns.

3. The Messaging Tone and Visual Language Must Be Tailored

Natural diamonds:
Tone is classic, sophisticated, often poetic. Visuals are minimal, moody, and editorial.

Example from our portfolio: For a natural diamond client, we used analog film photography, long-form captions about craftsmanship, and detailed behind-the-scenes storytelling to elevate perceived value.

Lab-grown diamonds:
Tone is bold, modern, and transparent. Visuals are punchy, clean, and often color-led.

Example from our portfolio: For a lab-grown D2C brand, we created a “Why Lab-Grown?” Instagram series with FAQs, price comparisons, and pop-culture driven campaigns to appeal to Gen Z.

4. Influencer and PR Strategy Differs Greatly

Natural diamond brands often work with legacy stylists, heritage magazine placements, and celebrity endorsements to build prestige.

Lab-grown brands perform better with conscious creators, clean beauty influencers, and everyday storytellers. The goal is relatability and repeatability, not aspirational distance.

5. Price Transparency vs Perceived Value

Lab-grown brands benefit from talking openly about pricing — and even comparisons. It works in their favor.
Natural diamond brands must avoid this. Price comparisons dilute perceived value. The focus should remain on why it’s worth the price, not what justifies it.

So, What Does This Mean for Brand Owners?

Whether you’re a founder launching a lab-grown startup or a fourth-generation jeweler selling solitaires, your marketing strategy must reflect the fundamental truth of your product’s identity.

At Gryd Co, we don’t offer one-size-fits-all strategies. We build category-sensitive ecosystems — because we know that the same diamond cut cannot serve two different stories.

Interested in positioning your diamond brand the right way?

Whether you’re entering the lab-grown space or redefining your natural diamond legacy, we can help carve the narrative that actually moves the market.

Let’s talk.
📩 info.grydco@gmail.com